Store a super earner for GP teams

No one could accuse Formula One of being cheap for spectators. But it reached new heights of ingenuity in raising money with the opening of a superstore at Melbourne's Albert Park circuit at the weekend.

08 March 2004Bob Jennings and Tim Colquhoun

No one could accuse Formula One of being cheap for spectators. But it reached new heights of ingenuity in raising money with the opening of a superstore at Melbourne's Albert Park circuit at the weekend.

The first of several such stores planned for Grands Prix, the outlet was housed in a marquee of 1000 square metres in which the 10 teams were selling their merchandise.

It was the first time the merchandising efforts of all the teams had been brought together under the same roof.

This was not just any old shop, judging by the heavy-hitting line-up of luminaries at its opening on Thursday. Formula one boss Bernie Ecclestone -- reputed to be one of the richest people in Britain -- made a rare public appearance and was accompanied by his wife, former model Slavica, who cut a black-and-white chequered ribbon to open the store.

Alongside her was Melbourne Grand Prix chairman Ron Walker, and on the sidelines were a couple of Victorian State Government ministers. Also along for support was Flavio Briatore, boss of the Renault team and who, among other things, manages Australian F1 driver Mark Webber.

Walker reckoned the store would turn over $4 million during the weekend. If prices and the crowd were any indication, he might have been right.

Fancy a McLaren cap? A snip at $55. Grab a matching T-shirt for between $60 and $75 while you're at it. Ferrari caps were cheaper at $45 and BMW Williams caps a comparative bargain at $40.

However, if you were looking for exclusivity, a Ferrari polo shirt by Fila was $200.

The perennially underfunded Minardi team, owned by expatriate Australian Paul Stoddart, had the most modest display, with T-shirts for $40 and polo shirts for $75.

There were cuddly teddy bears suited up in the likeness of Juan Pablo Montoya. (Attendants became a little tired of being asked if they came with a dummy, following Montoya's dummy spit when he stormed out of a press conference last week.) Yours for just $140.

The superstore managing director, Gary March, said on Sunday that the concept had been "a roaring success".

Merchandise supporting Ferrari and Schumacher were the biggest-selling items, and examples of Schumacher's new cap had "outsold everything".

Ecclestone hoped there would be stores at other grand prix events. It looks like being a nice little earner.

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The size of your tyre is located on the sidewall of your tyre.It will be similar to the sample below.